When Starbucks coffee drinkers are looking to mix-up their at-home coffee drinking routine, they typically switch to another brand rather than trying one of Starbucks 24 varieties of coffee. We developed a program that showcased the variety of roasts in places where exploration was already a part of the consumer experience.

The Process

We thought there could be an interesting correlation between consumer's music preferences and the roast of coffee they enjoyed most. We partnered with Spotify and displayed a range of ads based on people's listening habits. Dark and moody music listeners saw dark roast ads, while upbeat jams saw something in a light roast. Users who listened to a large mix of genres were invited to explore the range of Starbuck's medium roasts.

Taking the idea of exploration a step further, the team took inspiration from another category with a lot of variety, fine wine. Consumers who engaged with the Spotify ads were given the opportunity to have a custom curated coffee tasting flight delivered right to their door. My team designed and produced every step of the experience including the direct-mail packaging and redemption site.

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